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2010: NAGW: Getting Your Agency's Message Out
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2010: NAGW: Getting Your Agency's Message Out

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Presentation at the National Association of Government Webmaster's National Conference.

Presentation at the National Association of Government Webmaster's National Conference.

Published in: Technology, News & Politics

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  • How are we doing with very little marketing? Quite well!
    Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current technology.
  • Quite well!
    Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current technology.
  • For “political” reasons, design changes weren’t allowed. Ties to “outsourced” vendor….
    Where in this design were we going to put an area that could receive fresh content? [center content area was most appealing, but FH message had to stay… shortened it]
    Where would we GET the fresh content? [PIO press releases]
    Who would write the new content? Us? [non-issue if we used PIO press releases]
    How often would we / could we realistically update the content? [whenever he issued a release… PIO would control changes on home page. Took the issue out of IT]
    How long would the approval cycle be? We’re in IT, page content is approved by FH / PIO office. [no approval cycle if we didn’t write the content]
    SOLVED ALL OUR PROBLEMS….
  • For “political” reasons, design changes weren’t allowed. Ties to “outsourced” vendor….
    Where in this design were we going to put an area that could receive fresh content? [center content area was most appealing, but FH message had to stay… shortened it]
    Where would we GET the fresh content? [PIO press releases]
    Who would write the new content? Us? [non-issue if we used PIO press releases]
    How often would we / could we realistically update the content? [whenever he issued a release… PIO would control changes on home page. Took the issue out of IT]
    How long would the approval cycle be? We’re in IT, page content is approved by FH / PIO office. [no approval cycle if we didn’t write the content]
    SOLVED ALL OUR PROBLEMS….
  • Blogger allows cut and paste from MS Word. PIO could enter his own releases. Feed
  • Red arrows are manual processes
    We learned most of this and were introduced to most of these tools at NAGW
  • Not so complicated as it looks
    (Red arrows are manual processes)
    We were already doing this part.
  • Auto-emails from blogger means we don’t have to watch press release pages for updates, nor do publishers have to remember to email us when they publish.
    We didn’t mind creating multiple blogger pages, but we did not want to recreate the silo website problem we have now with all our social media. Decision was made for one twitter, FB, scribd, you tube etc. account.
    We wanted to hold control over publication of tweet for security reasons.
  • We read the release, and write the tweet.
    We use Hootsuite
  • Red arrows are manual processes
  • Red arrows are manual processes
  • Red arrows are manual processes
  • Red arrows are manual processes
  • Red arrows are manual processes
  • When we set this up, FB PROFILE page could pull from Twitter, but FB business pages could not. So, we had to push the tweets to FB, not the other way around.
    We didn’t want to use an RSS feed because it didn’t contain all the salient information. Both Twitter and FB could pull the feed.
    Scheduling tweets saves time and interruption from other projects: Park Commission quarterly magazine
    We have flexibility to use EITHER Ping.fm connection OR direct connection between whatever SM app and Hootsuite.
  • Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current techology.
  • Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current techology.
  • Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current techology.
  • Transcript

    • 1. Getting Your Agency’s Message Out More Social Media Channels With Less Effort Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters July 27, 2010
    • 2. What we’ll cover… • Morris County overview • Morris County social media status • (semi) Automating the process • Social media tools we use • Things to consider
    • 3. Morris County Overview 7 Elected Freeholders (Governing Body) 3 Elected Constitutional Officers (Sheriff, Clerk, Surrogate) 6 Super Departments & 34 Divisions 34 2600 30 Advisory Boards, Committees, Commissions or Authorities County employees ‘Silo’ websites maintained in-house 1 Intranet (MorrisNet) 3 Major projects: website consolidation; MorrisNet re-design; social media 2 County Web Staff, no CMS
    • 4. Morris County Overview 7 Elected Freeholders (Governing Body) 3 Elected Constitutional Officers (Sheriff, Clerk, Surrogate) 6 Super Departments & 34 Divisions 34 2600 30 Advisory Boards, Committees, Commissions or Authorities County employees ‘Silo’ websites maintained in-house 1 Intranet (MorrisNet) 3 Major projects: website consolidation; MorrisNet re-design; social media 2 County Web Staff, no CMS
    • 5. Social media status • One Twitter, FB, YouTube, Flickr & Scribd account for the County • Specialized pages/streams only with IT or Web Advisory Committee approval • Icon group located on every departmental home page • Stats (in 14 months): • Twitter: • FB: • Scribd: 865 followers; 726 tweets 360 fans 73 subscribers; 179 uploads; 81,500 reads • Constant Contact: 4,168 • YouTube & Flickr: Increasing with use
    • 6. Social media status • One Twitter, FB, YouTube, Flickr & Scribd account for the County • Specialized pages/streams only with IT or Web Advisory Committee approval • Icon group located on every departmental home page • Stats (in 14 months): • Twitter: • FB: • Scribd: 865 followers; 726 tweets 360 fans 75 subscribers; 181 documents; 81,500 reads; average 305 / day • Constant Contact: 4,168 • YouTube & Flickr: Increasing with use
    • 7. How we got started… • • • • “Main” county site moved in-house Re-design wasn’t an option Needed current news on home page PIO issues several press releases each week • Blogger acts as CMS page •Custom template mirrors existing design •PIO enters his own pressers • Blogger includes RSS feed •RSS feed auto-updates current news •Allows subscriptions to press releases • Blogger issues email notification on “publish” Once we had that feed and email…
    • 8. Our solution… Blogger using custom templates
    • 9. And… RSS Feed of PIO press releases
    • 10. Blogger Advantages • Looks like any other web page • Comfortable, MS Word-like interface for posting • Author and Admin levels for security • Individual usernames / passwords • Lists prior posts by title • Auto-archives prior posts • Auto-generates RSS feed • Auto-email postings • Web-based: PIO can update from any browser, at any time, from anywhere
    • 11. To reach a broader range of constituents, we know we need to use social media, but how can two of us maintain it all without going crazy?
    • 12. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
    • 13. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated.
    • 14. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group.
    • 15. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified.
    • 16. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified.
    • 17. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified.
    • 18. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. (Create a custom template) Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. Scribd can automatically tweet about it. Blogger auto-emails press releases to web group. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified.
    • 19. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers are automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
    • 20. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages and other selected social networks. The web group creates a tweet with Hootsuite. Include a link to website press release. Followers automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
    • 21. Tools we use… Blogger Blog / CMS Substitute RSS Feeds Content Delivery Facebook Community Twitter Micro-blog Constant Contact Email Blast Scribd Documents YouTube Video Flickr Still photos Hootsuite Twitter App Ping.fm Distribution App
    • 22. Tools we use… Hootsuite.com • • • • • • • Updates FB pages; multiple social accounts at once LinkedIn, WordPress, MySpace, FourSquare, Ping.fm Scheduled tweets Allows multiple authors to one twitter profile Assign tweets for follow-up; track progress Statistics: Individual message, summary, Google Analytics iPhone, Android, Chrome, Firefox plugins Backupify • Backs up Blogger, Flickr, Twitter, Facebook • Not FB pages (yet) • Backs up to the cloud Tweetake.com • Backs up followers, DM, sent tweets
    • 23. Tools we use… Ping.fm: Makes expansion easy Original message can be replicated across many networks with only one publication. The same message is broadcast to every network for consistency. Unless there is major citizen interaction, records retention is easier. Adding social networks doesn’t mean adding hours to your social media workload.
    • 24. Tools we use… We created a “Social Media We Use” web page
    • 25. Tools we use… We created a Learning 2.0 website: 9 week, self-paced training Content created & the original site designed by Helene Blowers, Technology Director of the Public Library of Charlotte & Mecklenburg County NC
    • 26. Considerations… Social Network names • Use the same ‘vanity URL’ for all accounts (MorrisCountyNJ) Records Retention laws • Post the same thing on Twitter & Facebook • Press release authors, document creators, videographers have records retention obligation as creators (NJ) • “Twitterer” is responsible for retaining tweets • Backup tweets with Tweetake, Backupify or equivalent Requirement for Hootsuite to Ping.fm to FB connection • • Use the same email address for all accounts Use the same p/w for all accounts but change it regularly
    • 27. Considerations… Social Networking guidelines • • • • • • • Don’t follow your followers. Tweet only official information. Facts, not opinions. Tweet things people care about: events, meetings, budgets, updates Be sure authors have authority to speak for the jurisdiction. Determine your “tweet tone”. Ours is business-like. Use #hashtags if you tweet a lot. Comply with records retention laws if you create original material on any social media. It is discoverable in litigation. Social Media policies; terms & conditions • T&C – some modified for Federal; none state and local (yet) • Policy discussions: NAGW.org, GovLoop.com, inqbation.com • Employee use; Commenting; Content Creation
    • 28. In Summary • Use Social Media to reach all constituent demographics. • Different segments of the population use different social media apps. Use more than one. • Automate to minimize maintenance time. • Keep up with legal issues and court cases. • Foster and encourage citizen participation. This leads to greater trust in government.
    • 29. I forgot the best part….. It’s (almost) all free!!
    • 30. Contact Information National Association of Government Webmasters Website NAGW.org Twitter Twitter.com/NAGW Facebook Facebook.com/NAGW.org GovLoop Govloop.com/group/NAGW Email Treasurer@NAGW.org Morris County NJ Website MorrisCountyNJ.gov Twitter Twitter.com/MorrisCountyNJ Facebook Facebook.com/MorrisCountyNJ YouTube YouTube.com/MorrisCountyNJ Scribd Scribd.com/MorrisCountyNJ Email CSpencer@co.Morris.NJ.US
    • 31. Getting Your Agency’s Message Out More Social Media Channels With Less Effort Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters July 27, 2010